Fundamentals of Marketing
Dive into the world of contemporary marketing and study its concepts, principles and ethics.
Explore the business contexts that marketing impacts. Understand buyer behaviour and branding. Dissect the thinking behind market segmentation.
Your upfront cost: $0
- 29 Nov 2021
Swinburne University of Technology leads the way with innovative and new ways of teaching, learning and thinking. It offers a wide range of study options, from pre-apprenticeships, undergraduate, postgraduate and PhDs, including online degrees with Open Universities Australia. Swinburne is known for career-oriented education and encouraging lifelong learning.
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Students who successfully complete this subject will be able to:
- Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based.
- Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation.
- Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts.
- Work and communicate effectively as an individual or in teams.
- An overview of marketing
- The marketing environment
- Buyer behaviour
- Segmentation, targeting and positioning
- Marketing information and research
- New product/service development
- Branding, goods and services
- Marketing channels and logistics decisions
- Integrated marketing communications
- Marketing ethics
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
- GRF-MKT103-Introduction to Marketing
- MON-MAR11 (Not currently available)
- SWI-MAR110 (Not currently available)
No additional requirements
This subject aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this subject provides students with the opportunity to develop generic skills. The subject provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.
- Portfolio - Individual (30-50%)
- Report - Individual (30-50%)
- Tests - Individual (20-30%)
Current study term: 28 Nov 21 to 27 Feb 22
Check the learning management system (LMS) of your university for textbook details.